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Uniqlo Breaks Tradition With Singapore UGC Theatrical Deal
Tan Kheng Hua, who stars as Rachel Wu’s mother in Crazy Rich Asians, teamed up with Uniqlo and led the production of Modest Travels, which is also part of the clothing brand’s 2018 winter campaign.
According to the CNA report, the user-generated, guided theatre play was inspired by the travel stories from four Singaporeans, which was submitted online to the Uniqlo site by fans. The play features performers Inch Chua, Zee Wong, Timothy Wan, Sangeetha Dorai, Irfan Kasban and Ali Khan will take audiences on the quartet exploring Uzbekistan, India, Morocco and Europe.
Uniqlo will also be showcasing the featured clothing and style guides in each of the destinations after the play. The play rolls out in mid-September for two days and will be held at the colonial bungalows in Temenggong road. In addition, the cost of tickets for the play can be fully redeemed for Uniqlo essentials after the event.
Prior to this local adventure, Uniqlo had already collaborated with Beyonce’s sister Solange on an art installation-performance work at the Los Angeles’ Hammer Museum.
August has also seen DBS Bank leveraging on Singapore’s theatre scene— commissioning a musical with local theatre company Pangedomium inspired by Sparks, its branded content web series— to celebrate its 50th anniversary.
